中外品牌珠宝宣传片的声音模态分析:以周大福、卡地亚和蒂芙尼为例  

Commercial for Chinese and Foreign Brand Jewelry from Perspective of Aural Grammar:The Case of Chow Tai Fook,Cartier and Tiffany

作　　者：张红燕[1] 吕宁[1] 孙仲鸣[2,3] 

机构地区：[1]中国地质大学外国语学院,湖北武汉430074 [2]中国地质大学珠宝首饰传承与创新发展研究中心,湖北武汉430074 [3]中国地质大学珠宝学院,湖北武汉430074

出　　处：《宝石和宝石学杂志》2018年第1期65-71,共7页Journal of Gems & Gemmology

基　　金：湖北省高等学校人文社会科学重点研究基地--珠宝首饰传承与创新发展研究中心开放基金项目(CJHIXMS201401);教育部人文社科基金项目"兰卡斯特学派的批评语篇分析方法的中国化研究"(15YJA740049)

摘　　要：在经济全球化背景下,广告宣传片作为企业重要的宣传工具,不仅能发布最新产品信息,更能传播其品牌理念与企业文化,以"润物细无声"的方式对消费者产生潜移默化的影响。集语言文字、动作图片以及声音为一体的宣传片是典型的多模态文本,如何对各种模态,尤其是对鲜有人涉足的声音模态进行分析,探析其在宣传片中如何构建意义及与其他模态的合作模式。结合Van Leeuwen在《言语声响音乐》提出的声音语法,利用音频分析软件COOL EDIT PRO对三大品牌珠宝宣传片中的声音模态进行可视化研究,发现广告宣传片中的声音模态与文字模态、图片模态协同构建意义,能够起到吸引消费者、强化意义、升华主题的作用。In the context of globalization,commercials have been a significant tool to release information and promote products. Commercials also act as a fantastic appeal to customers and have great influence on them simply by express their ideas spread the brand culture. Composed of images, words and sounds together, commercial is a representative genre for multimodal discourses. How to read multimodal discourses, especially the aural modality in them, and explore its working mechanism in meaning construction as well as in its synergism with other modalities, are the focus of this study. The papers, with the help of COOL EDIT PRO, carries out a visualized analysis on the aural modality of three commercials for Chinese and foreign brand jewelry from the perspective of the aural grammar proposed by Van Leeu- wen in Speech, Sound, Music, finding that aural modality in commercials coordinate wi th visual and verbal modality to construct meaning, captivate customers’ attention, strengthen meaning and set the atmosphere.

关 键 词：宣传片 珠宝品牌 声音模态 声音语法 可视化 

分 类 号：TS93[轻工技术与工程]